Facebook’s new update to address ads planning and measurement, performance reporting
By Zion Rufus
Facebook has disclosed plans to consider unlinked Instagram and Facebook accounts as separate people for ads planning and measurement.
The tech giant introduced Accounts Center in 2020, a control setting which allows cross-posting for users to share the same story or post on both Instagram and Facebook. By using the Accounts Center, users can share a story to Instagram and Facebook at the same time, or use their Facebook account to log into Instagram; setting up the Accounts Center allows users to control connected experiences that work across all Facebook’s stitched apps.
For improved ads planning and measurement, Facebook is using the Accounts Center setting to determine how people may want their accounts connected or unconnected. According to the big tech, the update aligns with trends of offering people more control over how their information is used for ads and is consistent with evolving advertising, privacy and regulatory environments.
Facebook said in a blogpost: “In June, we started sharing our plans with advertisers for how we will count people for ads, which included in-product notifications. Then, last week, we began running additional in-product notifications and reached out to our partners directly. Starting today, if someone does not have their Facebook and Instagram accounts linked in Accounts Center, we will consider those accounts as separate people for ads planning and measurement. Facebook and Instagram accounts that are connected in Accounts Center will continue to be counted collectively as a single person. This change will roll out over the next few weeks.”
Facebook noted that with the new update, advertisers may see an impact to campaign planning estimates and performance reporting for unique metrics. There will be increases in pre-campaign estimates such as estimated audience size.
“Previously, we counted someone with multiple accounts as one person for ads purposes if they linked their Facebook and Instagram accounts via those apps, or if we believed that the accounts were owned by the same person. For example, if someone used the same email address across their Facebook and Instagram accounts or accessed both platforms from the same device, we counted them as one person when they interacted with ads.”
In 2019, the company integrated its three social network and messaging services — WhatsApp, Instagram and Facebook Messenger, disclosing that each service will continue to operate as stand-alone apps, but their underlying technical infrastructure will be unified.
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